Guru, Sunita, Nityesh Bhatt, and Nishant Agrawal. “Prioritization of Dimensions of Online Trust Using Analytical Hierarchy Approach”. Indian Journal of Marketing 51, no. 5-7 (July 31, 2021): 81–92. Accessed October 9, 2025. https://indianjournalofmarketing.com/index.php/ijom/article/view/163886.